Insights
Paid and landing pages
Why the cost per lead is what it is. Campaign structure, landing pages, budgets and the copy that turns a click into a lead.
Landing page optimisation: the framework for higher conversion rates
How to systematically improve landing page conversion rates: the diagnostic framework, research stack, hypothesis format and testing methodology that produce measurable gains.
Héloïse MazingarbeApr 16, 2026Marketing budget allocation: how to distribute spend for maximum return
How to allocate your marketing budget across channels and initiatives for maximum return: the frameworks, benchmarks and decision logic used by experienced CMOs.
Mark BodnarApr 16, 2026The complete guide to Google Ads campaign structure
How to structure Google Ads campaigns for maximum performance: account architecture, match types, bidding strategies, and the Quality Score factors that determine your cost per click.
Héloïse MazingarbeApr 4, 2026Performance marketing: how to build campaigns that convert
A practical guide to building performance marketing campaigns that generate qualified leads and measurable ROI, from strategy and creative through to attribution and optimisation.
Héloïse MazingarbeApr 4, 2026Copywriting that converts: the principles behind high-performance marketing copy
The principles of conversion copywriting, from headline construction and value propositions to landing page structure, CTA microcopy, error messages and onboarding copy.
Zsófia NagyApr 1, 2025Franchise digital marketing: how to scale a brand across multiple locations
The complete guide to digital marketing for franchise networks: managing brand consistency, local search presence, paid acquisition, and performance reporting across 10 to 1,000+ locations.
Héloïse MazingarbeApr 1, 2025Growth marketing vs brand marketing: how to balance short and long-term investment
Why the growth vs brand marketing debate is the wrong question, and how to build an integrated marketing investment framework that serves both short-term performance and long-term brand equity.
Mark BodnarApr 1, 2025Where does your own site stand? The free audit checks search visibility, AI citations and page speed.